Never switching up your ad strategy is like wearing the same outfit every day, over and over again, for years.

Sure, it may have once been a favorite, and made you look and feel confident. But over time you’ve changed, the people who you want looking at it have changed, and now the outfit has become shabby and wornout.

When looking to gain more leads and reach your target more effectively, try re-visiting your digital strategy and determine whether it could use a changeup – be it new tools for targeting and optimization, doing more split-testing or shifting the budget.

By the end of 2014 marketing teams are predicted to spend $135 billion on new digital marketing collateral. Don’t let your competitors forge ahead while you stay in the past!

Learn how to freshen up your own strategy with these pivots from 4 Top Performing Advertisers…

eHarmony

Back in 2009 when eHarmony was newer to the ad game, they took the strategy of explaining what exactly their product does. They focused on a benefit to gain consumers by demonstrating how their product was different than their competition.

Now in 2014, they’ve shifted to lifestyle and emotional benefits instead. It’s not what the product does, but how your life changes for the better (“Meet the one you’ve been waiting for”) and how much they understand your needs (“We get you”), when you signup with eHarmony.

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